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Mission • Money • Merit: Using the Portfolio Approach to Drive Nonprofit Performance

Author

Listed:
  • Krug, Kersti
  • Weinberg, Charles B.

Abstract

Nonprofit organizations are continually faced with the challenge of where to allocate their limited funds and other resources across the diverse range of programs that they offer. Rather than examining each program separately, nonprofits should view their activities as a portfolio of programs. Mission, Money, and Merit are the three critical axes for strategic management of a nonprofit's portfolio.

Suggested Citation

  • Krug, Kersti & Weinberg, Charles B., 2012. "Mission • Money • Merit: Using the Portfolio Approach to Drive Nonprofit Performance," Foundations and Trends(R) in Marketing, now publishers, vol. 6(3–4), pages 151-326, December.
    • Handle: RePEc:now:fntmkt:1700000034
    DOI: 10.1561/1700000034
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    More about this item

    Keywords

    Product assortment; Consumer decision making; Consumer choice;
    All these keywords.

    JEL classification:

    • H83 - Public Economics - - Miscellaneous Issues - - - Public Administration
    • L31 - Industrial Organization - - Nonprofit Organizations and Public Enterprise - - - Nonprofit Institutions; NGOs; Social Entrepreneurship
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Z11 - Other Special Topics - - Cultural Economics - - - Economics of the Arts and Literature

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